Michelle Sroda Resume

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I have more than 23 years of collective experience in advertising, branding, design and qualitative consumer research. Presently, I am rounding out my experience by attending the University of Colorado Denver to earn a master’s degree in Information Learning Technologies with and emphasis in Instructional Design and Adult Learning. 

My client and industry exposure is extensive and ranges across a full spectrum, including (but not limited to) automotive, consumer packaged goods, homebuilders, food and beverage, financial services, hospitality and healthcare. I have experience in the following:

  • Instructional Design
  • Focus Group Moderation
  • One-on-one interviews
  • Experience Audits
  • Visual & Creative Brand Audits
  • Qualitative Research Design
  • Qualitative Data Analysis
  • Presentations
  • Brand Strategy
  • Advertising
  • Account Supervision
  • Training
  • Sensory Positioning
  • Graphic Design


  • Master’s degree in Information Learning Technologies/Instructional Design and Adult Education, University of Colorado Denver, Graduation December, 2018. Awarded as "Outstanding Graduate" in my program.
  • Moderator Training and Reporting & Analysis classes at RIVA Inc., 2008
  • Bachelor of Fine Arts, emphasis in Marketing, University of Arizona, Tucson, AZ, 1990-1994
  • Graphic design classes at The Royal College of Art, London England Summer of 1993


Charles Schwab - Lone Tree, CO, September 2018 - Present

I currently work as a contracted instructional designer (part time) for Charles Schwab in Talent & Organizational Development, and specifically within Schwab Business Learning and Regulatory and Compliance training.

Title: Instructional Designer

Michelle Sroda, Creative Services LLC - Denver, CO, Present

I am currently working full-time as a freelancer specializing in Graphic and Instructional Design services.

Title: Owner

Clients/Project work include: Vail Resorts, Colorado Integrated Food Safety Center of Excellence, Institute for Supply Management, AAA Arizona, Inc., Bayntree Wealth Advisors, Integrated Orthopedics, SpringBoard Healthcare, Nation Iranian American Council, Nucleus Marketing Lab, Osio Culinary Group (Sumomaya, Local Bistro, Central Bistro, Kale & Clover), Breathe Life Healing Centers, Brand Outlook, Ryan House, Ava Rose Designs, Phoenix Library Foundation, SoberWay, Arizona Detox Centers, Skyhouse for Women, AZ Health-e Connection, DeNovo Scan, Tri 4 The Cure AZ

Charles Schwab - Lone Tree, CO, June 2018 - August 2018

As part of my master’s program, I participated in the Charles Schwab Internship Academy. I worked under the Human Resources umbrella within Talent & Organizational Development, where my role was “instructional design intern” within the team that creates
business learning, specifically regulatory and compliance training. 

Title: Instructional Design Intern

Bigfish Creative Group - Scottsdale, AZ, July 2010 - June 2014

Bigfish is a digital solution and creative ad agency

Title: Visual Strategist, Art Director, Account Manager

I joined Bigfish Creative Group to infuse my branding and qualitative research experience to their list of product offerings. The majority of my workload included working on the Scottsdale Healthcare account and it’s many departments and service lines, re-configuring and re-aligning the client into one cohesive brand at all points of contact. Qualitative research design and moderation were conducted for CareCredit.

Clients included: Scottsdale Healthcare, CareCredit, Sage Software, The Leukemia & Lymphoma Society Arizona Chapter

SHR Perceptual Management - Scottsdale, AZ, August 2007 - June 2010

SHR Perceptual Management is a brand development firm that identifies and shapes consumer and business to business products, services, creates and manages brand image, revitalizes consumer brand perceptions and differentiates products and services from their competition.

Title: Research Manager and In-house Moderator (RIVA trained), Visual Strategist

I managed SHR’s research department and consumer testing processes including; moderating qualitative focus groups, project management and coordination, develop focus group stimuli, focus group facility management, recruiting and reporting.

  • In-house moderator for SHR focus groups. Moderated over 100 groups in the U.S., Canada and Europe, trained by RIVA Inc.
  • Trained moderators in Germany, South Africa and England on how to moderate and test the SHR process, manage groups using a simultaneous translator
  • Design research exercises to be used in consumer focus groups and brand dimension workshops
  • Analysis of focus group results and work with graphic designers on visual cues to extract and utilize in building a brand or product

Clients included: Suzuki, Focus on the Family, Pulte Homes, HealthNet, PetSmart, Yellow/Roadway, Crested Butte, The Canyons Ski Resort

Michelle Sroda, Creative Services, LLC - Scottsdale, AZ, February 2005 - August 2007

I worked independently doing freelance research, focus group moderating and graphic design. 

Title: Owner

Clients and contract work included: SHR Perceptual Management, Six Degrees, Scottsdale Healthcare, Mercer, Mill Avenue District

SHR Perceptual Management - Scottsdale, AZ, January 2000 - January 2005

SHR Perceptual Management is a brand development firm. I worked within the Sensory Positioning process that utilizes sensory signals (i.e. images, sounds, smells, tastes, video clips etc.) to shape consumer perceptions, designing research and producing testing materials as well as qualitative focus group moderation and written interpretations of consumer focus groups.

Title: Visual and Sensory Strategist

Clients included: Coca-Cola, BMW Germany, General Mills, Mitsubishi, Mary Kay Cosmetics, Alaska Airlines, Kodak, Discount Tire Company, PetSmart

Square One Design - Scottsdale, AZ, November 1996 - December 1999

Square One Design was an advertising and design firm. I had a lead role with clients handling their needs in all aspects including; concepting and designing advertising campaigns, account supervision, media insertions, client billings

Title: Account Supervisor/Senior Designer

Clients included: Scottsdale Healthcare, Baptist Hospitals and Health Systems, Rental Service Corporation (RSC),
Discover the World Marketing

The Martz Agency - Scottsdale, AZ, July 1995 - October 1996

The Martz Agency is a full service advertising, public relations and branding agency. I conceptualized, designed and managed the production of various advertising mediums.

Title: Associate Art Director

Clients included: The Super Bowl Host Committee, Del Webb, Big Four Restaurants, Rawhide, Lil’Gym, Bucky’s Casino

Bratt Advertising - Tucson, AZ      May 1994 - July 1995

Bratt Advertising is a full service advertising agency. I conceptualized, designed and managed the production of various advertising mediums.

Title: Associate Art Director/Account Manager

Clients included: SunTran, Casino of the Sun